Alex DePallo: in Carlsbad, CA

Responsible for brand management, strategy, and go-to-market activities for Callaway Apparel. Developed a relaunch strategy for Callaway Apparel with a focus on repositioning the brand as a true authentic and performance-driven golf apparel line. Key activities in this process included a new mission statement, brand positioning, brand pillars/values, logo, brand voice and consumer perception tactics. Oversee all content creation projects including (but not limited to): content strategy, video & photo shoot production (both on location and in studio), collaborations with content creators, relationship and content development with influencers and management of internal creative design programs. Work closely with product design and merchandising teams on all key product marketing messages including product naming, logo development, consumer market positioning, technical story development, on-product marketing and go-to marketing tactics. From our Swing Tech franchise to the StormGuard waterproofs to TrueSculpt skorts, Callaway Apparel has become synonymous with innovative and technically superior authentic golf apparel. High-level and day-to-day engagement with key Retail partners ranging from National, Regional, Wholesale and Green Grass Accounts with activities that include marketing strategy presentations, line reviews, point of sale execution, associate training, events and more. Launched Callaway Apparel exclusive social media channels (Facebook, Instagram, YouTube) and grew a follower base of nearly 20,000 fans in only 18 months. Manage all marketing activity for all PEI golf brands (Callaway, Jack Nicklaus, Original Penguin) in the Corporate & Promotional Product sector. Implemented new brand direction for PEI Corporate Sales that included new logo development, mission statement, website design, content production and a robust digital marketing strategy to help bring awareness and growth to the business unit.

Produced substantive and entertaining content (audio, video, photo, written) for Clevelandgolf.com & Srixon.com. Managed all Social Media channels for Cleveland Golf and Srixon (Twitter, Facebook, Instagram, and YouTube). Grew audience across platforms: Twitter: 85,000; Instagram: 30,000; Facebook 10,000. Worked in accordance with the Public Relations Manager to communicate with all major media outlets (print and digital) on marketing initiatives and new product seeding. Coordinated three major Tour marketing photo/video shoots which utilized 8-10 PGA TOUR staffers, professional video/photo crews and other CG/SX employees.

Worked closely with key accounts (Dick's Sporting Goods, Golf Galaxy, Golfsmith, PGA TOUR Superstore, Worldwide Golf, TGW, etc.) to manage partner marketing relationships and implement brand and/or product marketing initiatives. Developed execution calendars and content deployment strategies as well as guided day-to-day implementation and tracking of partner marketing programs with all key accounts. Acted as a communication liaison between sales and marketing teams to ensure proper planning and execution of marketing initiatives as well as custom programs such as a PGA TOUR Superstore Takeover, TGW multi-channel marketing plan and the Roger Dunn Santa Ana Tent Sale. Managed CG/SX's sponsorship of NextGenGolf and the National Club Collegiate Golf Association (NCCGA), the largest non-varsity collegiate golf organization in the US.